Panoramic radiology entrance skin exposure (ESE) was measured for a Siemens Orthopantomograph 10 E using a thimble chamber and TLDs. Thimble chamber measurements are shown to be inaccurate for the moving, narrow beam panoramic scan geometry due to partial volume and partial charged‐particle equilibrium effects. For 75 KVp, 8 mA panoramic scans the TLD measured beam central ray ESE on the scan central plane (patient midsagittal plane) was an approximately constant 20 mR for the first 7.5 cm from the entrance slit. A theoretical model of central plane ESE for a fixed rotation center agrees very well with the TLD measurements and is consistent with all of the known ESE (and dose) properties near rotation centers. Head phantom skin dose measurements demonstrate the dependence of skin dose on exact equipment mode of use and patient anatomy. Central plane, beam central ray ESE is judged to be a convenient, universal measure of panoramic radiology radiation output.